--- title: "Danish company ad protection (CVR) explained | Robinsontjek" description: "Danish companies can opt out of marketing through the CVR business register. What \"reklamebeskyttelse\" means for B2B calls and mail, and how to check it." url: https://robinsontjek.dk/en/guides/danish-company-ad-protection-cvr --- 1. [Home](https://robinsontjek.dk/en) 2. [Guides](https://robinsontjek.dk/en/guides) 3. Danish company ad protection (CVR) explained # Danish company ad protection (CVR) explained Danish companies can opt out of marketing through the CVR business register. What "reklamebeskyttelse" means for B2B calls and mail, and how to check it. Published 17 September 2025 · updated 14 October 2026 · 3 min read Photo: [Kenrick Baksh](https://unsplash.com/@kenrick) / [Unsplash](https://unsplash.com/photos/white-and-blue-glass-walled-building-Wm8opOd-MDE) **On this page ** 1. B2B calls are allowed, with two exceptions 2. What the law says 3. How it differs from the Robinson list 4. Enforcement 5. Production units 6. Where B2B lists go wrong 7. How to check 8. Questions and answers **Short answer ** Danish companies and their production units can register advertising protection (reklamebeskyttelse) in the CVR business register. Private businesses may then not use their CVR data for direct marketing. Sole traders run from home can also be on the Robinson list. Check both before B2B campaigns. Danish companies and their production units can register advertising protection (*reklamebeskyttelse*) in the CVR business register. Private businesses may then not use their CVR data for direct marketing. Sole traders run from home can also be on the Robinson list. Check both before any B2B campaign into Denmark. ## B2B calls are allowed, with two exceptions Sales calls to businesses are generally lawful in Denmark, even without consent ([Consumer Ombudsman](https://forbrugerombudsmanden.dk/publikationer/retningslinjer-og-vejledninger/vejledninger-longreads/oversigt-over-reglerne-for-telefonsalg)). The two exceptions: 1. **Companies with advertising protection in CVR.** Their CVR data may not be used for direct marketing. 2. **Sole traders.** A sole trader (*enkeltmandsvirksomhed*) is a natural person. If the owner is on the Robinson list or has opted out with you, calls and addressed mail to them are unlawful. ## What the law says Section 19 of the CVR Act has three parts ([Danish Business Authority](https://erhvervsstyrelsen.dk/det-centrale-virksomhedsregister-cvr)): 1. Legal entities and production units can register that they want advertising protection. 2. Protection means their basic data in CVR may not be used by private legal entities for direct marketing. 3. If you pass CVR data about protected entities to others, the protection must be clearly marked. The Danish Business Authority tells data users to check whether a company is protected before contacting it for marketing. ## How it differs from the Robinson list | | Robinson list | CVR advertising protection | | --- | --- | --- | | Who | People, incl. sole traders run from home | Companies and production units | | Register | CPR (population) | CVR (business) | | What's banned | Sales calls and addressed marketing to the person | Using CVR data for direct marketing | | Updated | Quarterly | Continuously | The key difference: the Robinson list bans contacting the person. CVR protection bans using CVR data to do so. If a company gave you its number directly, you're not using CVR data. ## Enforcement The Consumer Ombudsman notes that only intentional or grossly negligent breaches can be fined, that reports go to the police, and that it must be shown the call was based on CVR data if the number is also available elsewhere ([source](https://forbrugerombudsmanden.dk/publikationer/retningslinjer-og-vejledninger/vejledninger-longreads/oversigt-over-reglerne-for-telefonsalg)). The fine risk is lower than for the Robinson list. The relationship risk isn't: a company that opted out and still gets called is a poor first impression. ## Production units Protection is registered per legal entity and per production unit (*P-enhed*). A company can be protected at one site and not another. If you call a particular branch or store, check that unit, not just the head office. ## Where B2B lists go wrong Most Danish B2B lists are built on CVR data, directly or indirectly: an extract by industry code, a list bought from a data vendor, a CRM enriched with company data. If nobody checked the protection flags, you're using CVR data against companies that said no. When buying a Danish B2B list, ask: - Is it built on CVR data? - Have protected companies been removed or clearly marked, as the law requires? - When was it checked? ## How to check **By hand:** look the company up on datacvr.virk.dk. Fine for a handful. **With Robinsontjek:** company checks against CVR are available as an add-on by agreement and are not part of the annual plan. People, including the owners of sole traders, we check against the Robinson list using name and address, and you see what we found. ## Questions and answers ### Does CVR protection cover email? Marketing email generally needs prior consent in Denmark, including to businesses. CVR protection is in addition to that. ### How often should we check? Right before each campaign. Companies can register protection at any time, not just once a quarter. ### Is a Danish ApS or A/S ever on the Robinson list? No. The Robinson list is for people. Limited companies use CVR protection. ### We bought a Danish B2B list from a vendor. Who is responsible? You are, when you use it for marketing. The vendor must mark protected companies when passing on CVR data, but you should still check the list yourselves right before use. Write to us about the CVR add-on, or [see how it works](https://robinsontjek.dk/en/list-check#demo). ## Sources 1. [Danish Business Authority: CVR (Danish)](https://erhvervsstyrelsen.dk/det-centrale-virksomhedsregister-cvr) 2. [Danish CVR Act (Danish)](https://www.retsinformation.dk/eli/lta/2022/1243) 3. [Danish Consumer Ombudsman: Overview of telephone sales rules (Danish)](https://forbrugerombudsmanden.dk/publikationer/retningslinjer-og-vejledninger/vejledninger-longreads/oversigt-over-reglerne-for-telefonsalg) ## Keep reading [All guides](https://robinsontjek.dk/en/guides) Sales calls 15 October 2026 ### B2B sales calls in Denmark: what you may and may not do Sales calls to Danish businesses are lawful without consent, except to sole traders on the Robinson list. The rules on CVR protection, email and mail. Sales calls 15 October 2026 ### Can you call people on the Robinson list? The answer in one table No, not to sell, unless the person asked you to call. One table shows what applies to your product, with and without consent. For companies outside Denmark 15 October 2026 ### What does it cost to check the Robinson list? Three ways to check your lists against the Danish Robinson list and what they cost: buy the list from CPR, pay per list, or an annual plan. ## Let us set it up for you Tell us where your lists come from. We make sure every list is checked against the Danish Robinson list before it's used. [Write to us](https://robinsontjek.dk/en/contact) [See how it works](https://robinsontjek.dk/en/list-check#demo)